Easter is quite a benevolent holiday what with the fluffy bunnies, pastel eggs and resurrection from the dead sans zombie feelings. But the world wanted big explosive violence and big muscled men at the movies. Does anyone remember on Monday how troubled GI Joe: Retaliation once was, what with the very expensive "oops, we're not going to release it after all!" that it went through last year.
1,000 + Screens
01 GI JOE: RETALIATION $41.2 *NEW*
02 THE CROODS $26.5 (cum. $88.6)
03 TYLER PERRY'S TEMPTATION TO PUT HIS NAME IN EVERY TITLE $22.3 *NEW*
04 OLYMPUS HAS FALLEN $14 (cum $54.7)
05 OZ THE GREAT AND POWERFUL $11.69 (cum. $198.2) Review
06 THE HOST $11 *NEW*
07 THE CALL $4.8 (cum. $39.4) comment discussion
08 ADMISSION $3.2 (cum $11.7) on Tina Fey / on Paul Rudd
09 SPRING BREAKERS $2.7 (cum $10.1) False Advertising?
10 THE INCREDIBLE BURT WONDERSTONE $1.3 (cum. $20.5)
So the gamble to waste all that prep P&A last year and pull the movie last minute in 2012 for a safer spot pre-summer movie season in 2013 paid off. In very limited release I don't think you can say that wasting your early press and publicity efforts paid off at all.
Ginger & Rosa and On The Road are two more pictures to add to the endless pile of "one week qualifiers" that have worked hard to win attention at festivals and on the Oscar circuit in one year only to not let anyone spend money on them until well into the following year when people have moved on and are confused when the movie is brought up again as a "new" film. It's a strange strategy that almost never pays off and yet distributors keep trying it! Eternal optimism.
For what it's worth both pictures have plenty to recommend them even if they aren't home runs: Ginger & Rosa is a completely rare beast - a thoughtful intelligent picture about teenage girls flinging themselves into politics and hormonal indulgences with a terrific emotionally expressive performance by Elle Fanning; On the Road is beautifully shot but more hit and miss with performances but man does Garrett Hedlund ever hit it as the object of everyone's erotic and creative attention.